America’s two best-known flagship electric motorcycle brands are making a bold pivot – opening their business models up to include smaller, more affordable bikes – and the timing couldn’t be better. Zero Motorcycles and LiveWire have each unveiled new, budget-conscious models aimed at expanding the mainstream appeal of electric two-wheelers.
Zero’s new XE and XB go into production
Back in mid-June, Zero confirmed production had begun on its XE and XB models, part of its “All Access” initiative to attract a wider customer base. These bikes, priced at between $4,395 to $6,495, position Zero squarely into the light EV dirt-bike segment dominated by brands like Sur‑Ron and Talaria.
Unlike its flagship $15–$25k street and dual-sport motorcycles, these new models are smaller, simpler, and much more affordable. That’s exactly what younger or less-wealthy riders have been waiting for.
That said, there’s a catch: neither the XE nor XB is currently street-legal in the US, limiting US sales to off-road or private-property use. Europe will see fully homologated versions, but US customers must wait, at least unless legislation or business priorities change.
Zero is leaning heavily on Asian manufacturing partnerships, most notably with China’s Zongshen, to hit these price points, while still leveraging its Californian brand identity to keep the bikes feeling as Western as possible.
LiveWire’s street-legal approach
Days ago, LiveWire unveiled two new small-format electric bikes – one built for the street and one for trails – positioned well under their premium S2 series. It’s not yet known if the platform these smaller bikes are built on is the much-awaited S3 platform, but it does look like a scaled-down version that could help LiveWire push out several interesting new models at more affordable price points.
Though final pricing remains unknown, these models are expected to cost well under the $16K‑$17k range of LiveWire’s current offerings. With performance targeting 125cc combustion bike levels (yet without all the muss and fuss of combustion engines), a pricetag falling well below half of current LiveWire sticker shock levels is a likely ballpark.
The fact that one model appears to be designed as street-legal right out of the gate sets LiveWire apart from Zero, at least in the US market. This urban-ready motorcycle could immediately serve commuters, hobby riders, and riders new to the brand – a group that’s been largely alienated by high-end pricing. While the trail version caters to off-road enthusiasts, the road-ready variant suggests LiveWire intends to disrupt the small-displacement market with premium build quality and dealer support, perhaps giving the Honda Grom some electric competition.
Why now?
Several industry trends are converging to make these smaller bikes a timely bet.
Affordability is becoming ever more essential as inflation squeezes motorcycle riders who are often buying something seen more as a recreational choice than a daily necessity. But with many young adults eschewing car ownership and instead opting for two wheels, an affordable price could open the door to an easier-to-justify sale.
With rising battery production and falling parts costs, sub‑$7K electric motorcycles are now viable. We’ve seen startups like Ryvid jump into this affordable commuter motorcycle market while being met with open arms from a market starved for affordable electric motorcycles.
Changing rider demographics are also putting more pressure on the market for new types of bikes. Younger, urban riders and first-time buyers want reliability and practicality, yet without premium prices. Spoiled by electric bikes that “just work” without breaking the bank, riders are looking for electric motorcycles with a maintenance schedule closer to a toaster than a Triumph.
Regulatory and branding momentum are also moving the needle. OEMs now have legacy street-legal systems in place, European homologation channels, and global production partnerships that make scaling even easier. Zero has been building street-legal bikes for over a decade, and LiveWire’s parent company (good ol’ H-D) has been building street-legal bikes since before our grandparents were just a twinkle in someone’s eye. They know how to do it, and now they can apply it to their partnerships with Asian companies that can produce these bikes more affordably.
And lastly, the competition is already here. Small EV dirt bikes from Sur‑Ron, Talaria, NIU, and others are filling demand and supplying the roving gangs of teenagers already throwing money at these companies for the chance to terrorize their neighborhoods on silent wheelie machines. While those companies lack major name-brand backing and significant dealer networks, they’ve still been able to flood the market with bikes. Imagine if the more established companies could do the same.
The market is starting to look ripe, and Zero and LiveWire can both see it. However, the two companies appear to be deploying distinct strategies to meet these market needs. Zero aims for cost leadership with off-road models that can compete directly with Sur Ron and others, while LiveWire emphasizes immediate street credibility with a mini-bike that can commute on day one. But despite the design differences, both are banking on Asian partnerships to drive down cost without sacrificing quality or brand consistency – hopefully.
Zero seems to have an edge on timing, with its models already starting deliveries. But without a street-legal offering, they’re playing in a different league and could cede ground to LiveWire if the latter can produce a street-legal model quickly enough.
Regardless of the company though, as these new models launch, riders will finally see electric alternatives for everyday motorcycling – not just for premium performance segments. Zero’s affordable dirt bikes could grow into street-legal versions, while LiveWire’s street model could provide the first compelling commuter e-moto from a major US brand with a nationwide dealer and service network.
American electric motorcycling is at a tipping point. With both brands aiming at entry-level price points, the next 12 months could reshape what it means to start riding electric. Though having been walked right up to the edge of this promised land before without being allowed to finally enter, this could also be just another false start for the industry. Either way, the next year is going to be mighty interesting!
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